Playable ads

Playable ads will allow users to experiment with a game before installing. Playable ads can also help advertisers drive higher-intent installs because downloads would come from people who have already played the game and will be therefore more likely to play after installing. Playable ads offer three key benefits:

Immersive: showcases your app with a lead-in video on News Feed and prompts people to tap to try.

Interactive experience: offers a demo of your app to engage with right from Facebook before downloading.

Engaged users: drives higher intent users for your app.

Game developers such as Bagelcode and Rovio are already seeing results using this new format. Bagelcode tested playable ads and saw a 3.2X improvement in return on ad spend on Android and a 1.4X improvement in return on ad spend on iOS. And Rovio saw a 40% lower cost per paying user and a 70% lift in day seven return on ad spend.

Starting today, playable ads will be available to all advertisers using the app install objective for ads in Facebook News Feed.